Perk goes online to tell the youth to ‘take it lightly’

Cadbury recently relaunched its brand variant Perk with a TVC that was targeted at the youth and along with that has also gone online with their website www.takeitlightly.com. The idea for this campaign arose from the question – how best to reach the target group. This gave birth to an idea that took the campaign directly to where the youth was present, in places where the message would be relevant and contextual.

Cadbury recently relaunched its brand variant Perk with a TVC that was targeted at the youth and along with that has also gone online with their website www.takeitlightly.com. The idea for this campaign arose from the question – how best to reach the target group. This gave birth to an idea that took the campaign directly to where the youth was present, in places where the message would be relevant and contextual.

Sanjay Purohit, Director, Marketing, Cadbury, explained, “The new Perk and the all new Perk Poppers seek to combine buyer insights with the product benefits in an appealing and modern style. Perk is a youth brand and, therefore, it is very important for us to connect with them. We couldn’t think of a better platform, than going online.”

Perk is a brand of the youth, a digitally savvy bunch that’s very active on the social networking scene. They download music, videos and applications that interest them, and also create their own content, share photos, jokes and all things fun. They are exposed to all kinds of advertising online, but don’t have the time to pay attention to it all. The trick is to meet them on their own turf with clever messaging, which is relevant and which makes them smile.

OgilvyOne has conceptualised the campaign with the communication strategy, “Identify pain points (everyday irritable situations) that the youth/teenager experiences online. In comes Perk, telling them that it’s a part of life, so just chill and ‘take it lightly’”.

Kaizad Pardiwala, President, OgilvyOne, said, “In life, things will go wrong, and our message is simple… ‘Take it lightly’ with a Perk. To do this, we have used the Internet in a unique manner by capitalising on the minor irritants youth experience online to drive home the message. The client has been fantastic and brave to go with a campaign that doesn’t have a product website (a first in India) as a culmination point because it so beautifully blends in with the messaging of the campaign.”

Kunal Jeswani, Head of Planning (New Media), OgilvyOne, said, “It’s the little things that get us down every day. And the online space has a rich array of little niggling, pain-in-the-neck, why-can’t-somebody-fix-this moments. The beauty of the online campaign for Perk is that we just identified those moments and placed the brand in the context of those moments. The ‘take it lightly’ brand message is complete at each online pain point. The 30-second website just closes the experience.”
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